PR Done Right Makes a Difference, From the Start
Recently, I attended NY Tech Day where 400 hungry startups sought to garner some love, along with media and VC attention, at their respective booths.
The zealous self-promotion raises an interesting issue: How do you make your business stand out in a sea of entrepreneurial energy? How do you get people to care about your company?
Consider these facts:
- A survey of CEOs found startup companies that engage in PR are 30 percent more successful in securing early funding than those that don’t.
- Well-known VC firms are diving into the publicity game, with firms like Kleiner Perkins, Andreessen Horowitz, and Sequoia hiring in-house PR talent.
One simple reason startups and their financial backers are entering the PR arena? Publicity done right works. Over the years, my B2B PR firm has launched many startups. We’ve found PR can truly make the difference in attracting new customers, increasing revenues–and catching the ultimate brass ring–funding.
Don’t for a second, however, think PR for newcomers is a slam dunk. No one cares about the latest whiz-bang product or service released by an unknown company unless it does something amazing. And most new products or services won’t knock your socks off. This is where public relations shines. A good PR person can properly position your product or service–or yourself–so people care. Great PR–and yes, there is such a thing–transforms a product or service into something meaningful.
Consider the term “Certified Pre-Owned Car.” I’m old enough to remember when the term didn’t exist. You simply bought a used car. It didn’t give you a lot of bragging rights. The geniuses who created the terminology “Certified Pre-Owned Car” turned the negative connotation into a positive. Suddenly, a used car had to meet certain standards and criteria. Better yet, it often came with a warranty. Of course, all those goodies were folded into a car’s price. But at least you received something solid for your money. You didn’t worry that the car was a clunker, and you could take pride in your “like new” car.
Let’s look at another example–this from a startup called lettrs (a client of my agency, incidentally). The company recently launched an iPhone app it positions as a “post office in your hand” that lets you write and send digital and postal letters directly from your phone, turning the iPhone into a mobile writing desk. The positioning and analogy turned what could have been just another app into something immediately understandable and compelling. Most of the press coverage highlighted the digital-post office positioning, as this Mashable piece illustrates.
So before you start hawking your new venture, develop your messaging and positioning. This will help you stand out and help make your product memorable and engaging. After all, you can be just another has-been company, or you can Think Different.